L'Oreal gives makeup a makeover in China

A makeup products advertisement in a Shanghai street. International research company Ipsos' report said makeup is viewed as one of the two most important elements used to create a fashionable image, the other being clothing. Jing Wei / For China Daily

Beauty products firm conducts ongoing research to meet demand

As the world's largest cosmetics group, L'Oreal knows that most people have a desire to pursue beauty. The company also believes in the power and significance of beauty in everyday life.

"Beauty has been part of the civilization of mankind," said Alexis Perakis-Valat, chief executive officer of L'Oreal China. "It boosts personal charisma and confidence and gives added meaning to the personal and professional life of women and men all over the world."

L'Oreal says it has always valued and understood customer demand in various markets and this is the source of its creativity and inspiration.

"We attach great importance to and have long been committed to China. To provide Chinese consumers with superior, efficient products and services, we have always kept a sharp eye on Chinese consumers' demand and desire and continuously improved our local research and production capabilities in China," said Perakis-Valat.

Human beings have always pursued beauty. Makeup plays an increasingly important role in Chinese women's lives and also has a deep significance.

To gain a better knowledge of modern Chinese women's perception of makeup and better grasp of how to help them understand and use makeup in a more scientific way, L'Oreal China and its cosmetics brands have conducted long-term, ongoing consumer research in various forms.

According to Perakis-Valat, the company carefully considers makeup for modern Chinese women from the various perspectives of culture, science, psychology and art in order to further improve awareness of it and an appreciation of beauty.

Recently, L'Oreal cooperated with consulting firm Ipsos to launch an online makeup survey for customers in eight major and medium-sized cities across China - Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Changsha, Shenyang and Xi'an - in an attempt to gain a deep understanding into people's makeup behavior, explore both men's and women's attitudes and thoughts about makeup and explore customers' understanding and usage of it.

The survey sampled 988 women and 966 men aged between 18 and 45. It showed makeup is viewed as one of the two most important elements used to create a fashionable image, the other being clothing.

Up to 93 percent of respondents said that makeup helps boost personal charisma, while 83 percent believe makeup enhances self-confidence. About 79 percent of male respondents say makeup can increase attraction from the opposite sex.

The findings of this survey also suggest that most women are already aware of the role and importance of makeup. The evidence is that 80 percent of female respondents say they use makeup in their daily life and 37 percent of them put on makeup three to four times each week.

On average, Chinese women start using makeup at 21 years old, with lipstick being the first makeup product for 60 percent of women.

"China is a fast-developing country with huge consumption potential and currently L'Oreal Group's third largest market in the world," said Perakis-Valat. "With improvement in the standard of living and changes in lifestyle, Chinese women have a continuously growing demand for makeup. As the makeup market has huge potential in the future, it is one of L'Oreal's strategic focus areas. It is also the world's leading cosmetic company's mission to vigorously foster and develop the makeup sector in China."

As such, L'Oreal announced at the end of last year an investment of 200 million yuan ($31.47 million) to upgrade its Tianmei plant in Yichang, Hubei province, making it the largest makeup production base in Asia.

Coupled with the L'Oreal Research and Innovation Center in Shanghai, L'Oreal will develop and make superior makeup products for Chinese consumers.

L'Oreal, together with seven beauty brands under its umbrella - Helena Rubinstein, Lancome, Giorgio Armani, Shu Uemura, Yue-Sai, L'Oreal Paris and Maybelline - is also finding ways to demonstrate the correct method of using makeup and, in combination with unique brand positioning, creating different themed makeup looks suitable for different occasions.

The aim is to help Chinese women further master and improve their makeup skills and allow them to be more beautiful and outstanding at all times, making their life more colorful, said Perakis-Valat.

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